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Over the last sixteen years gsussindustries has developed itself from a small Dutch store into a worldwide operating clothing line available in 20 countries. Four collections a year find their way to over 1000 shops.

no more conformations
Early 1993 two Dutch designers, Jan Schrijver and Angelique Berkhout, met each other working as free-lancers. Even though the word free-lancer suggests something else, they did not feel entirely free in their roles. Jan was expected to deliver ‘applied art’ and the longer he conformed to this, the more annoyed he became about the frustrating censorship. Angelique had the same feeling after working for several clients: is this all there is? Together with Peter Steenstra, who was fed up with the corporate life at IBM, they decided to start their own business: a shop in Arnhem the Netherlands.

gsus is coming
On August Friday the 13th, 1993 the slogan ‘gsus is coming’ announced the arrival of their shop: the “heavens playground”. Besides a point of sale for existing brands, the shop was used as a lab for their own label: gsus. In a time where the baggy, oversized look was dominating the streets, gsus introduced tight retro shirts printed with funky glitter applications. Other shops soon became interested and started selling the shirts; a collection was born.

gsus, what’s in a name?
A lot, the name gsus was a big help in the success of the brand and attracted people’s attention from the start. The letter 'G' became hyped up in the early nineties. Gangsta rap was rulin', G Love came out with his first record, and the G-spot was discovered. Besides being a very characteristic guitar chord, the name gsus symbolizes individuality and an always-positive view on fashion, ‘fashion soaked in humour’. Much more than a religious interpretation, we like to give the name a more controversial touch and use a considerable pinch of self mockery, ‘gsus sucks’.

fashion soaked in humour
Over the years the signature gsus-style has showcased itself more and more clearly; individuality combined with a pinch of self-mockery, a considerable amount of humour and an unexpected use of contrasts. The designers have a tongue in cheek approach towards fashion clichés and always try to put them in a different context. In one of the first collections (1993) a conservative pinstripe, mostly found in up-tight business garments, was used for an oversized skatepant. Other familiar items from the first collections were the fake-fur bikinis. The collection has grown up since then, but the rebellious, thought-provoking character is still clearly visible in the humoristic prints, unexpected choice of materials and unusual use of colours.

do-it-yourself
As a company gsus is a firm believer in the ever so popular punk scene DIY slogan; do-it-yourself. All clothing is designed with personal taste rather than the latest fashion trends from Milan & Paris as an inspiration. Nearly everything is developed in-house and comes directly from the source. Creativity is not only unleashed at the designing of clothes, but also at other activities such as advertisements, photography, own store interiors and the design of the Amsterdam-based headquarter.

international
Ever since the beginning the company has tried to cross boarders. The brand is currently available in 20 countries all across Europe, America, Australia and Asia. Besides having offices in Belgium, Germany, France and Canada, gsus works closely with local agents and distributors who are familiar with the specific situation and opportunities of each individual country.

do-it-together
Even though gsus is a strong believer in personal strength, a good relationship with the retail is considered of the highest importance. The quality of the distribution network is valued higher than the sheer number of points of sale. By collaborating closely with retail gsus seeks strong relationships, resulting in a broad in store presentation and a long-term commitment from both parties. In all the countries where gsus is currently active everything is based upon the same basic philosophy: “growing together towards success”. This is why gsus is not only aiming to be a creative partner, but is also constantly on the lookout to improve the process in order to achieve faster deliveries and optimal stock together with the partners.

gsus heavens playground
Almost as homage to the original store in Arnhem where gsus first came to live, a new generation of heavens playgrounds has emerged. Just like in the collections and advertisements, contrasts play an important role within these stores. Seventy percent of the collection is gsus; the other thirty percent is to be decided by the retail partner. An expansion of these shops is the next step in growth and in further professionalizing the organisation.

labour conditions
We strive for good labour conditions in the factories that produce our garments. To achieve this gsus has become a member of the Fair Wear Foundation (FWF), which has developed a Code of Labour Practices. By endorsing this code, we have committed ourselves to auditing labour conditions in our factories against the provision of the code and implement improvements, where necessary.